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 New developed conceptual model



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6.4 New developed conceptual model 
Figure 5-
The 
Low product involvement and brand loyalty model
works as the new developed 
conceptual model, and it is based on the gathered empirical material. This figure shows all the 
relevant facets for low product involvement in its relationship to behavioral, cognitive and 
emotional brand loyalty.
In order for the facets to be a part of the new model, one had to be able to connect them to at 
least one of the three parts of brand loyalty. Compared to the prepared research model (3.1), 
this new model only consists of two of the facets mentioned by Kapferer and Laurent (1985). 
Pleasure
could be connected to behavioral, cognitive and emotional brand loyalty, while 
risk 
probability
only could be connected to cognitive brand loyalty, based on the empirical 
findings. The facet price has also been removed, as the respondents could not connect it to 
any of the three parts of brand loyalty. Instead of the remaining facets in the old model, two 


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new factors for have been presented. 
Quality 
was the most important factor when discussing 
low product involvement in connection to brand loyalty, hence it is related to all three parts of 
brand loyalty. The last factor that affected brand loyalty within low involvement products was 
Sentimentality. 
Thus, if one gets influenced to purchase a specific brand due to what product 
one's parents or other family members are using. The motivation of how and in what way 
these different facets/factors are connected to the parts of brand loyalty is described in the 
subchapters of the analysis. 

 
 
Figure 5- 
Low product involvement and brand loyalty conceptual model
. (Ingemansson, Nilsson & Vllasalija, 
2015).


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